PPC

We want it simple! Given a choice, human beings choose simple over complicated virtually every time. Searching with Google is simple. You type in a few words and Google delivers the most relevant results. So, what could be simpler than Google pay-per-click advertisements? People search for stuff, you craft a 95-character advertisement with a URL based on that search, you make a bid telling Google how much that searcher is worth to you, searchers click on your ad and go…

In my previous life, I was a social worker who helped mentally ill and chemically addicted adults on their road to recovery. I see many of the same symptoms of addictive behavior in too many pay-per-click (PPC) advertisers today. After all, there’s something terribly seductive about the simplicity of creating a PPC (define) ad; within moments your ad shows up and gets you clicks. As the high continues, you crave more, adding more keywords and new campaigns to keep increasing…

In a couple of weeks, I will be on the road again to help people optimize their Pay Per Click marketing efforts. From July 7-9th, I’ll be in Boston, Philadelphia and New York City for the Online Marketing Summit tour. Here is a description of the PPC Optimization workshop I’ll be doing: Over $10 Billion dollars were spent on Pay-Per-Click advertising last year. A portion of that came out of your pocket. Are you satisfied you’re getting the maximum return…

Actually the answer is pretty simple. You haven’t given me sufficient reason to choose you over your competitors. Today’s customer has more choice, more knowledge, and even tabbed browsing to evaluate you and distinguish you from all of your competitors. In the few seconds they’ll invest in your website, if they can’t decide why you might be the solution to their want or need, they’ll close that tab faster than your Flash promotion can ever engage them. I just returned…

When we audit clients’ PPC (define) accounts, we look at their work from two aspects: the technical and the creative. While a 95-character ad shouldn’t be so challenging, common flaws appear in almost every account. Let’s start out by examining the creative aspect. Creating the PPC Searcher’s Journey For visitors to convert, the five steps of the PPC searcher’s journey must be in alignment along the conversion path. I describe that five-part journey below. The model is simple, the execution…

Bryan Eisenberg

Jeffrey Eisenberg

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1. There are way too many metrics 2. All metrics are not created equal. 3. Some metrics tell you only about the past 4. Some metrics can give a false sense of causality 5. Some metrics can give a false sense of achievement 6. Some metrics are based on the wrong benchmarks 7. Metrics never give […]

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